How differentiated can your messaging be in less than 15 seconds when attention is so low?

You’re right that attention spans are low, which makes communicating a breakthrough message and grabbing your audience’s attention challenge. This means your message must...

In less than 15 seconds, your messaging needs to be laser-focused on the value you deliver. To differentiate in that short window, focus on one powerful, customer-centric...

If you have 15 seconds, then I have to assume you're referring to creating differentiated messaging for a video ad. In this case, I would consider the medium and the chan...

I think marketers get too hung up about being perfectly unique snowflakes when it comes to messaging. If you think about a category with multiple competitors, there will ...

I'm not sure if you're referring to internal attention or external attention, so I'll answer both. Internal attention The quickest way to have messaging ignored by key ...

This is truly the art and the craft of marketing. To do this well you need to have a crystal clear idea of what sets your product apart, what matters most to your audienc...

When you have 15 seconds to grab attention, you can only focus on one value prop. Put all your effort into the headline/image. Make sure you pick one that doesn’t necessa...

Visuals. We’re visual creatures, and we live in a world of visual media competing for our attention. I’ve worked mostly in B2B software, so large budget brand campaigns a...